MTV has once again distributed prices for music videos & AIDA thinks about why all ideas from the past recycle
The MTV Video Music Awards took place on the night of September 8th – did anyone notice that at all? Is that such a millennial and at most still Elder Gen-Z things? It is not the case that music videos are gone – but they become more irrelevant. Also because the effort, at least for indie and DIY musicians: is only worth it inside if you combine this with social media content, for example. And even then you have to be able to afford a fat -produced music video. And want. Because relatable content, as the platforms reward him the most in their algorithms, is not such a really cool music video. At the same time, music content in video form is more popular than ever: YouTube, TikTok and Instagram reels accompany us all day-and everything can be quantifiable. We immediately see which video was popular. As a producer: inside – but also as a consumer: inside.
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Music videos and the relevance of the MTV VMAS in change
I still remember how I was awake at night to watch the award ceremony, in which the little “Moonmans”, small astronauts were distributed as trophy. This year the “New York Times” asked: “Does Anybody Care?” Because although we are surrounded by music to video, the art form of the music video itself feels less relevant, they are increasingly influencing pop cultural debates for a few days. This was also noticed by the music videoaWards and categories such as “Artist of the Year”, “Song of the Year” and so on – categories that have nothing to do with the music video itself. And not transferred to MTV, but on the larger broadcaster CBS. By the way, the broadcaster in the USA with the oldest audience.
Millennials, nostalgia and the disappearance of music television
Perhaps this is no coincidence, it makes sense: The right weddings of the music video were even over when I, a real millennial, started to consume pop culture. For Viva two with its more alternative, perhaps even more subcultural orientation, I was too young for a few days when I looked MTV, often no more music videos ran the day, but dating shows. Most of the legendary, epochal music clips that are kept up today as style -building, I honestly did not see on TV, but rather at some point on the Internet.
But hey, they still exist, the MTV Video Music Awards and somehow I still check which video was awarded. I even sometimes have diffuse feelings, even if I don’t even know some things (Ariana Grande was awarded instead of Bad Bunny? Complete wrong decision, pfft). But actually more out of habit or nostalgia. Because even if the music videos in themselves can surprise and inspire me from time to time, the event itself has not felt for a long time.
Citizens’ allowance debate: relapse in zero-annual rhetoric
A little so “back into the future”-but I also feel like I read the news. With their contempt for poor people, the debate about citizens’ fees is reminiscent of the nuller years, the Agenda 2010 (the older ones will remember!), Cestrained ideas such as “1-euro jobs”, “I-AGS” and Hartz 4, always new names for ever more brutal exploitation of people. Today, the federal government suggests citizens: inside there is still too good and would rest on the money that is not enough to live in many places anyway. One would now have to proceed as hard as possible so that nobody “exploited” the state, as it is Minister of Labor Bärbel Bas a few days ago formulated on television.
Study shows that so -called “total confident” among citizens’ places are very rare. Sanctions are only imposed in small numbers, for little things such as non -affected appointments. And if you make yourself aware that among the beneficiaries, for example, many single parents or people with other care responsibility, you can imagine how quickly it can happen that an appointment is missed. But hey, if you can’t think of anything else, then try it with content that used to work well in the past. As just a nuller year-old poor hatred.
Compulsory consumption 2.0: Bundeswehr relies on old concepts
Also such a throwabar is the compulsory military service: Actually, it was abolished because it was too expensive and did not exactly lead to a modern, professional professional army. Yes, Surprise, who would also expect that from a bunch of 18, who would be blocked together in a barracks for a few months. Actually, you could have used the time to think about what a modern professional army is at all if you want one, and how to make young people able to make attractive career paths in it. But no, too complicated. Instead, blur the boundaries between first shooter games and war with appearances on gamescom and any problematic web series. And then wonder why there is a lack of staff and do not report as many as desired to the Bundeswehr and, above all, not the one that apparently wish. So what great solution has the new Bundeswehr considered? Military service 2.0, nostalgic Throwback. Fittingly, nobody has to do that who would have to do it himself. And even if I see street surveys in the news, the greatest fans of the idea seem to be people who are too old for military service for a few years. A Schelm was there … oh, let’s leave it.
Politics and society: recycling of old ideas instead of innovation
Some idea from the past recycle is easier than thinking about something new. I also understand that, for reasons of lazy. But maybe it would be time for really new ideas.